Representations of Social Work in the Australian News Media

How the news media constructs social work has been an area of great concern for the social work profession for several decades. It is a discussion within the professional literature that has been dominated by the assumption that the media has portrayed an unfairly critical representation of the profession. To address a significant dearth of knowledge surrounding this highly discussed but poorly researched topic, this article presents the findings from a study that analysed 12 months of social work coverage in Melbourne, Australia. The findings indicate that coverage was not necessarily unfairly critical, but rather relatively absent. Furthermore, the analysis found that existing reporting constructed the profession as being highly diverse in fields, practice methods, and worker demographics. The findings have significant implications for how the professional community understands the relationship, challenging dominant assumptions, but also informing future action and engagement with the news media.